The Retail Flower Shop
Chapter 21
The Art of Floral Design
2nd Edition
Noah Hunter
Delmar Publishers
Types of Flower Shops
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Full Service, Professional
Specialty
Limited Service
Flower Merchandisers
Full Service
• Florist provides everything customer needs
• Complete range of flower products,
services, flower-related producst and
consulting
Specialty Flower Shop
• Specialize in one specific aspect of floristry
Examples: silk flower
dried flower designs
wedding flowers
Limited Service Flower Shop
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Has a narrow range of services and products
Designed for impulse buying
Provide little service
Pre-fabbed mostly
Found in grocery stores and larger hospitals
Flower Merchandisers
• Sometimes referred to as cash and carry or
stem shops
• Located in high traffic areas
• Specialize in loose cut flowers sold by the
stem or bunch
• Provides no delivery or design services
Flower Merchandisers
Locations
• Some consider it the most important factor
in the success of a flower shop.
There are a wide variety of
location sites typical for flower
shops
Free Standing Flower Shop
• A shop in a single unit building
Free Standing
Strip Center Flower Shop
• Combines several businesses that adjoin one
another and make up a small shopping
complex.
• Example: new florist here in Fouke
Strip-Center
Shopping Mall
• Hardest location to make a profit
• High rent
Business Complex
• Immediate customer base
• Often are full service operation catering to
the business needs of the other businesses in
the complex
• Also combines mass merchandising for
convenience of employees in the complex
Downtown Location
• Usually are older, established businesses
with loyal customer base
• Often focus on high-style design and motel
business
• Market to other types of businesses
Floral Department
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Located in supermarkets
Usually mass merchandisers
May offer limited services
Examples: Alberton’s, Walmart
Shop Layout
A shop usually has these areas:
• Area for displays and sales
• Work area for receiving and designing
flowers
• Office area
• Area for processing orders
• Loadout area
Showroom Layout
Work Area
Order Area
Visual Merchandising
• Attracting customers to the shop and
creating interest in the flowers and
merchandise
• Involves: lighting, settings, color
• Uses visual communication to say “BUY
ME!”
Visual Merchandising, cont.
An effective visual display will achieve four
goals.
1. Attract Attention
2. Create Interest
3. Turn interest into desire
4. Generate sales
Methods of Visual
Merchandising
Vignette – grouping similar types of
merchandise together for maximum visual
appeal
Examples: Halloween/Fall
Valentine’s Day
Christmas Season
Vignette
Methods of Visual
Merchandising
Window Display – intended to attract
attention to the shop
Window Display
Methods of Visual
Merchandising
In-Store Display
Product presentation should lead the
customer through the store.
Example: Have cooler with live
arrangements at the back of the shop.
In Store Displays
Each flower shop has six distinct
roles and responsibilities
Owner
Manager
Sales
Design
Delivery
Accounting
Other Considerations
Marketing
- everything a flower shop does
to find customers, serve them,
maintain their loyalty, and
convince the to buy more often
Computer Software
accounting
payroll
inventory
Advertising
-paid media always directed to
selling
- may be radio, TV, newspapers,
direct mail
- new way – web pages
Promotion
- process of advancing the
awareness of the flower shop
- Open house
-Providing flowers for door
prizes